A detailed look at Nike Basketball’s Area 72 space from All-Star weekend in Houston

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Nike Basketball pulled out all the stops during All-Star weekend to showcase its extraterrestrial lineup of special edition kicks that would be worn by Kobe Bryant, LeBron James, and Kevin Durant during the NBA’s midseason exhibition.

Setting up shop inside the Houston Galleria mall, Nike created an Area 72 retail space that allowed fans to get the full space-age experience. It was impossible to miss the large black dome in the center of the mall’s lower level that housed the exhibit — it was eye-catching from above, and even at a distance.

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Once inside, fans enter a hallway with silver “space boot” versions of the shoes lining the walls, which leads them into the main area of the exhibit.

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After passing through the hallway, you find yourself in the center of things, where the real All-Star edition shoes are all on display. This was one of the cooler parts of the experience, where everyone entering received an access card with a unique code on it.

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Visitors walked around the exhibit where the shoes were encased in glass, and got to enter their code on a keypad. If the display read “access denied,” they didn’t win anything. But if it lit up with “access granted,” a key was revealed and they could unlock their size of the pair of shoes that they had just won.

One young man really wanted to win badly, and would rest his head against the display, eyes closed as he was deep in meditation (or perhaps prayer) before entering his code on the keypad. Unfortunately, he wasn’t among the chosen ones, and let out an exasperated yelp after being denied at all three tries.

There was plenty more detail to see, including video displays featuring Bryant, James, and Durant. Near the display’s exit was a customization booth, where merchandise that included socks, shirts, and track jackets could be special-ordered with various Area 72 design options. This was packed consistently throughout the weekend, and orders took between 1-2 hours to complete.

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Nike held player appearances at the space throughout the weekend, which included the three biggest names in the game whose shoes were prominently featured. The crowds were at times alost unmanageable, which speaks to the success of the space, as well as to the popularity of the NBA and the merchandise supporting the league fans love to watch.

During my visit, I caught up with Erick Goto, a member of the design team that created all of this. One of the more interesting things we discussed was how the design process for the All-Star edition shoes, as well as the theme that would carry the company’s vision throughout the weekend, was over a year in the making.

As we talked about all that went into the design process, Goto was like an actor who works on a film a year or more before it’s released, and then has to discuss it again after it’s become a distant part of his professional past.

“Up until a couple weeks, ago, I really didn’t know how excited to be about this whole thing,” he said. “But seeing all the images of how the space would look, I got so excited because you know, you’re working on it a year ago, and you’re done with that stuff. It was so long ago.”

Goto said the design team was surprised with how popular the space-age themes have become, beginning with the Galaxy editions that carried the 2012 All-Star weekend in Orlando through to the extraterrestrial theme that was omnipresent in Houston.

“We were surprised,” he said. “We definitely didn’t think that it would cause as much chaos as it did last year, but it’s great. And that’s kind of what pushes the creativity for the team. We’re always trying to make sure we deliver something special.”

The detail and design that was put into each player’s special edition shoe is truly something to behold, as was the retail space that came together for the All-Star weekend celebration. Seeing the space in its finished form made it well worth all the hard work the design team put into it, beginning more than 12 months before the final vision was realized.

“This totally made it worth it,” Goto said. “It totally brought a tear to my eye. People were down here a couple of days [before the opening] just sending me pictures of how the space was building out, and I was like, no way! I got totally excited. We worked on the product so long ago thinking, ‘it would be cool if they did this, or it would be cool if they did that.’ But they actually made everything happen.”


Nike Basketball Area 72 space at All-Star weekend in Houston

Watch Lonzo Ball’s first points as a Laker (VIDEO)

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LOS ANGELES — Lonzo Ball‘s welcome to the NBA was a bit rough. Patrick Beverleyas he said would happen before the game — was in Ball’s space and physical with him from the start. Clippers defenders got back and cut off those push the ball ahead passes Ball loves. In his first quarter as a Laker Ball 0-of-3 from the floor, missed two free throws, and didn’t pick up an assist.

But in the second quarter, Ball got his first bucket as a Laker. After Beverley and Blake Griffin miscommunicated on a screen, Ball got a clean look at a three and knocked it down. The Staples Center crowd erupted.

It was a rough first night for Ball in the NBA, with the defense focused on him. He’s got game, he can adapt, but there are going to be some rough learning experiences this season.

Fake Klay Thompson, James Harden, and Kobe Bryant emerge (PHOTO)

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Tuesday night was the start of the new NBA season and with the games came more of what we love from the NBA sphere: weird stuff you only see from the best fans on earth.

During the Golden State Warriors’ home opener against the Houston Rockets, a fan behind the bench came dressed as Klay Thompson complete with uniform, beard, and haircut.

This did not go unnoticed on social media, and Steve Kerr was even asked about the doppelgänger after the game. For the record Kerr said, “I thought it was a perfect metaphor for our conditioning level.”

Yikes, sweet coach burn.

In case you missed it, this is what that fan looked like:

Warriors would have won if coach put me in the game.

A post shared by Daws (@bigdawstv) on

That is YouTuber Big Daws, who of course was given free tickets to the game by SeatGeek. That video now has more than two million views and comes complete with a SeatGeek discount code. As is everything in 2017, even something you think is just a fun Halloween costume is actually an ad.

Culture begets culture and soon followed a new doppelgänger in Sacramento. Again, the Rockets were involved in this one as as a fan came dressed up as Houston guard James Harden. No word yet on whether this guy has a popular YouTube channel or what his offer code is, but here’s what he looked like:

This cultural phenomenon had folks looking for other NBA lookalikes around them this week, and someone came up with this Kobe Bryant twin:

This really is the best league. I can’t wait for that Big Daws guy to shave his goatee and cosplay as Ryan Anderson at a Rockets game.

Anyway, please stop by in the comment section below to get 15% off your next visit to NBCSports.com/NBA by using the code DOPPELGÄNGER at checkout.

LeBron James: “I’m out of shape” (VIDEO)

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LeBron James looked good in the opening night ceremony against the Boston Celtics. The Cleveland Cavaliers star put up a stat line of 29 points, 16 rebounds, and nine assists in the win over the Eastern Conference rival.

That doesn’t mean that James is done dealing with a nagging ankle injury that kept him out of all five of Cleveland’s preseason games. Speaking to reporters after practice on Thursday, The King said that he will indeed play on Friday against the Milwaukee Bucks, but he won’t do it under the circumstances he prefers.

Specifically, LeBron said that because of his injury, he’s been unable to get into the kind of shape he’d like to be in heading into the season.

Via ESPN:

“I just want to get to where I should be,” James said after participating in the Cleveland Cavaliers’ practice Thursday. “The ankle and the foot injury just kind of kept me out and set me back further than I would like, but I got some time now along the course of these games that we got. We got two back-to-backs coming up, so that’s going to help and we have some opportunity to get some practice time in as well.”

“I’m out of shape, very out of shape for my expectations,” James told TNT’s Kristen Ledlow during his on-court postgame interview Tuesday.

No doubt it will be tough to keep one of the most durable stars in NBA history out of of the regular season games they need to start this season off right. However, this is the kind of thing that slows down the careers of aging stars, and if I can play devil’s advocate here for a minute, this is what we’ve been looking for from James for some time.

I’m not saying this is the beginning of the end for LeBron, but it is an important enough thing to note and to keep a pin in for future reference.

Meanwhile, James is still doing great stuff off the court like this:

Aww.

Lakers without Kentavious Caldwell-Pope for opener due to DUI suspension

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LOS ANGELES — This isn’t new news, but a lot of NBA fans forgot it.

Last June the NBA suspended then Pistons now Lakers guard two games for “pleading guilty to operating a motor vehicle while intoxicated, in violation of the law of the State of Michigan.” Those were to be the first two games of next season — the Clippers game Thursday followed by the Suns Friday.

Lakers coach Luke Walton played it close to the vest, not revealing who would start at the two in KCP’s place. The most logical answer may be Jordan Clarkson, but Walton likes him creating shots with the second unit. Other options are limited, Luol Deng is possible, they could go small with backup point guard Tyler Ennis or bigger with Corey Brewer. (Josh Hart might have been the best call, but the rookie is out with a sore Achilles.)

Whoever starts it will be a blow to the defense-starved Lakers to be without their best perimeter defender.

This summer, after landing Avery Bradley, the Pistons chose to renounce the rights to Caldwell-Pope, setting him free into what was a difficult market. Even for a good wing defender who hit 35 percent from three last season, when the market dried up so did the chance for a decent multi-year deal. The Lakers grabbed him for one-year at $18 million.

Caldwell-Pope’s agent is Rich Paul, who happens to be LeBron James‘ agent (and he’s a free agent next summer), but whatever the ulterior motives this was a good signing by the Lakers. If KCP works out this season for them they would be in the driver’s seat to re-sign him next summer (although the Lakers would not have his Bird rights).